What is Influencer Marketing? A Guide for Small Businesses | RAW Digital Training

What is Influencer Marketing? A Guide for Small Businesses

My internship at RAW
My Internship at RAW Digital Training
13th June 2016
5 quick tips
Influencer Marketing: 5 Quick Tips for Developing Successful Relationships
13th June 2016
What is influencer marketing?

What is Influencer Marketing and why is it a big deal?

Influence Marketing, a term used to define the process of developing relationships with individuals who have considerable influence over potential consumers, is currently the fastest growing method for customer acquisition and it is much more effective than traditional advertising. You’d be mistaken if you think that Influence Marketing is strictly for larger businesses and well known brands; even smaller companies and start-ups can benefit from harnessing the power of local or even national Influencers. Whatever your budget, as long as you have something interesting to offer the Influencer and their audience then implementing Influence Marketing into your overall Marketing Strategy is guaranteed to be beneficial for your business.

What is an Influencer and which Influencers are right for you?

There are many different types of Influencers and choosing the right kind is completely dependant on your individual business goals. Of course, no business is restricted to just working with one kind of Influencer. Harnessing the power of multiple Influencers will undoubtedly be highly beneficial as different audiences will be reached. However, if you’re just starting out with Influence Marketing it’s important to understand the pros and cons of each particular kind of Influencer before taking the plunge. Spending some time choosing the right kinds of Influencers to help you effectively achieve your desired goals is very important. Every type of Influencer, and even every individual Influencer, will have a different reach (audience size), relevance (contextual fit with your business) and resonance (engagement power) and, therefore, yield different results when you work with them.

Celebrities/Social Media Stars: 

The most traditional understanding of an Influencer. The Celebrity, including the likes of the Kardashians, Justin Bieber and Taylor Swift, have a huge audience reach. Celebrities, a term which in the modern day also includes highly popular social media stars like Zoella or Jim Chapman, are mainly used by larger brands to raise awareness of new products. The only downside? Arranging product placements and endorsements will usually cost you a lot of money.

Journalists and Executives:  

Respected individuals whose opinions are valued highly in society. It’s a relationship that definitely can’t be bought but coverage will usually include mentions on Blog Posts or shared activity on Twitter and LinkedIn.
Bloggers :

(Local, Semi-Professional): Perhaps the most popular form of Influencer in 2016, the influence of bloggers across social media is continuously increasing year after year. Working with bloggers can boost engagement and drive traffic to your website through product placement and the creation of online reviews. Many bloggers are normal everyday people and breakdown the divide that’s usually put into place between the business and the consumer.

Choosing the right Influencers for your business

For smaller businesses, a Celebrity will probably be out of your budget. But you really don’t need to splash out a 6 figure sum for one Instagram post to consider your Influence Marketing effective. To begin, start off by reaching out to relevant bloggers. If your business is just starting up why not try contacting local bloggers? If you’re attempting to reach out on a national scale, try searching for bloggers that specialise in a particular area, e.g. Food, Beauty, Fashion.  Even though the internet can be difficult to navigate, using hashtags on social media platforms such as Twitter, Instagram and Facebook is the easiest way to fish out the best bloggers for your business from the vast sea of online content.

For example:

North East England Bloggers – #nebloggers

Leeds Bloggers – #leedsbloggers

London Bloggers – #londonbloggers

Food Bloggers – #foodbloggers

Beauty Bloggers – #bbloggers, #beautybloggers, #bbloggersuk


So now you we have identified what influencer marketing is, who influencers are and selecting the right influencers for your business, check out our next blog “5 Quick Tips for Developing Successful Relationships with Social Media Influencers.”


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